Final Presentation: IMC Plan Overview Outline Background - PowerPoint PPT Presentation

Marketing 420: Final IMC Plan Final Presentation: IMC Plan Overview

Outline Background Information ● Media Plan ● Measurement ● Budget ●

Background Beauty Subscription Service ● Target Market ● Competition ●

SWOT

Summary of Media Brief

Media Plan: BeYOUtiful Television Spot and Beauty Con Transit ● September- ● April-May 2018 November 2018 SEPT MAY FEB JULY T P E S Get- A- Box, ● May-August 2018 ● September- Build-A-Box Nominate A Bride ● February-April 2018 December 2018 Give- A- Box

Media Flow Chart

Media Reach and Frequency Beauty Co n ● ○ approx. 6,000 people*= 40% estimated audience of 15,000 people YouTube Vloggers, Social Media, and Website Promotion ○ Build- A- Box, Nominate A Bride, and Get- A- Box, Give- A- Box ● ○ approx. 250,000 people**= 40% estimated from total customer base or reachable current audience Build- A- Box: Guerilla Marketing, with following social media and ○ website promotion Nominate A Bride and Get/ Give- A- Box: Social media, website ○ promotion, special video story ● TV Spots approx. 2.52 M people= Project Runway’s average audience per episode ○ ○ Average GRP= .78 (Nielsen rating) x 10 (frequency of 10 pulses)= 7.8 Cost per- thousand= 252,000,000 viewers/ 1,000= 252,000/ ○ $25,000***= $10.08 per 1,000 impressions Cost per-point= 25,000/ 7.8 = approx. $3,205 per point ○ Transit Ads ● approx. 2,000- 8,000 impressions**** in one day for 2-Sheet Ad ○ approx. 2,000- 6,000 impressions in one day for Horizontal Ad ○ WOM and Outside Advertising ○ B eauty Con *number estimated from Beauty Con attendance trends **number estimated from Birchbox social media accounts and total estimated Birchbox subscriptions ***cost per ad pulse on Lifetime’s Project Runway, number estimated from Adage.com ****numbers estimated from bluelinemedia.com

Support Media Transit advertising Major subway stations ● Inside cars ○ Station and platform posters ○ Advantages ● Guerrilla marketing Exposure ○ Cost ○ Build-A-Box Pop-Up Shop ● Segmentation ○ Disadvantages ● Generate buzz marketing ○ Viral influences ○ Always moving ○ Not announced - surprise ○ Fleeting ○ Free media coverage ○

Internet/Interactive Platforms ● Facebook ○ Twitter ○ Instagram ○ YouTube ○ Goals Snapchat ○ ● Increase awareness ○ Influence ○ Advantages ● desire/loyalty Encourage trial Traffic ○ ○ Exposure Facilitate purchase ○ ○ Discuss, feed-back, ○ communicate/connect Disadvantages ● Clutter ○ No privacy ○ Potential deception ○ Discouraging ○

Sales Promotion Consumer-Oriented Promotions ● Samples, Loyalty Programs and Event Marketing ○ Offer various coupons and opportunities to gain new customer base while retaining the current ○ Trade-Oriented Promotions ● Contests and dealer incentives (partnerships with other cosmetic brands) ○ Cooperative Advertising ○ Vertical Cooperative Advertising- BuzzFeed, YouTube ■ Plan to further our Sales Promotions ● Create more opportunities to build relationships with potential customers ○

Press Release from Birchbox Social Media Marketing Campaign featuring Real Customers

Public Relations Emphasis on our corporate social ● responsibility initiatives Get-A-Box Give-A-Box, Nominate a Bride, ○ Cancer walks, etc. How we plan to implement our PR ● Community involvement and social ○ networks and blogs BeYOUtiful Campaign ● Not selling our product, but an idea similar ○ to the Dove For Real Beauty Campaign Corporate Advertising: Image ■ Advertising and Advocacy Marketing Cause-related marketing- Breast ■ Cancer Foundation and supporting our veterans Event sponsorships- BeautyCon, ■ Project Runway; Image Advertising

Measuring & Evaluating TV & Transit Ads When? ● Pretest ○ Focus Groups ■ Consumer Juries ■ Portfolio Tests ■ Posttest ○ Recognition Tests ■ Recall Tests ■ Where? ● Lab Tests ○

Measuring & Evaluating Beauty-Con Booth Tests Get-A-Box, Give-A-Box & Nominate-A-Bride What are we testing? What are we testing? ● ● Eye Tracking Tests Before and after number of new subscribers ○ ○ Possible website designs ■ Possible product designs ■ Why? ● Help us design websites/products ○ better so they catch customers’ eyes

Measuring & Evaluating Build-A-Box Pop-Up Store Testing When? ● Pretests ○ Eye Tracking technology worn in artificial stores ■ Where ● Lab Tests ○ Why? ● Help us find optimal design for pop-up stores ○

Budget Description Beautycon Media Sponsorships Bloggers (15) Free VIP pass (15x$500) = $7500 Free 1 year sub. (15x$120) = $1800 Totes $8 x 17K to 17.5K people = $140K Large Booth Beautycon Total: $155,000 $5000

Budget Description Nominate a Bride Bride Makeover: $300 Bridesmaids (7) Makeover: 7 x $150 = $1050 Honeymoon: $6000 Nominate a Bride Total: $8,000

Budget Description Get-a-Box, Give-a-Box 20/30 sec. TV spot: $100k Box Costs ~1 mill. viewers $10/box bought Buzz Marketing Estimated 15k boxes to donate BB website 15k x $10 = $150,000 Social media Give-a-Box, Give-a-Box Total: $250,000

Budget Description TV & Transit Ads Television Pulse $480,000 Transit Subway Terminal/Subway Car Ads $101,000 TV & Transit Ad Total: $581,000

Budget Description Build-A-Box Pop-Up Store 30 Locations 1st 250 people Box Cost: $30 30 x 250 X $30 = $225,000 Build-A-Box Pop-Up Store Total: $225,000

Budget Summary Total projected budget: Beautycon (May): $155,000 Nominate a Bride (July) : $8,000 Get-A-Box Give-A-Box (Oct-Dec) : $ 250,000 TV/Transit Ads (Sept-Nov) & All Other Media : $598,400 Build-A-Box (March-April): $ 225,000 BeYOUtiful Campaign Budget: $1,236,400

Conclusion Current situation ● Emphasis on individuality ● BeYOUtiful campaign ● Budget ●

Questions? Thank You